Projects

LIFTny (2009-2010)

Client

LIFTny reworks under-utilized urban spaces to create iconic architectural experiences. Combining its expertise in media strategy, industrial design and the visual arts, LIFTny’s design team creates customized elevator cabs that transform shaftways into kinetic canvases.

Project

Whether hand-painted murals, digital projections or tactile installations, LIFT completes the transformation of these often overlooked locations into fully immersive experiences, therefore providing innovative communication channels for alternative branding initiatives. LIFT collaborates closely with architects and developers, artists and designers, media agencies and marketing firms to craft unique design and media strategies for a diverse group of clients.

Working in close collaboration with LIFTny, futureflair operates as the in-house BRANDING & STRATEGIC PLANNING ARM, involved in both active, deliverable-oriented initiatives and longer-term developmental goals. futureflair has been advising LIFTny with regards to brand management and strategic marketing, while also contributing to and guiding the curatorial direction of the company and its development.

Results

Within this ongoing partnership, futureflair has been advising LIFTny on its brand positioning, essentially focusing on the strategic development and the design direction of the company’s upcoming new website. More to come…

Links

www.liftnewyork.com, finally launched!


HEADSPACE, on Scent as Design (2009-2010)

Client

Parsons the New School for Design’s recent launch of a series of new graduate programs in Fall 2010 required more sophisticated communication and public program strategies. IFF, the leading creator of flavors and fragrances, was interested in challenging its creative force’s sense of innovation through one-of-a-kind design collaborations.

Project

HEADSPACE is a multi-dimensional project focused on the conception, impact, and potential applications of scent. On March 26, 2010 a one-day symposium gathered leading thinkers, designers, scientists, artists, established perfumers as well as “ACCIDENTAL PERFUMERS.” The accidental perfumers–including eating designer Marije Vogelzang, architect Toshiko Mori, industrial designer Ayse Birsel, furniture designers Commonwealth and environmental activist Majora Carter–were commissioned to experiment with scent, and to acknowledge scent as a NEW TERRITORY FOR DESIGN.

With MoMA’s Paola Antonelli, Parsons’ Jamer Hunt, and IFF’s Véronique Ferval, Laetitia Wolff was one of the co-organizers of the project. futureflair operated as the EVENT PRODUCER, overseeing not only the six-month long collaboration with the accidental perfumers, the entire project fundraising, acting as an interface between the various partners, leading the management of relations with media, speakers, vendors and hosting institutions, but also led the coordination of a series of DOCUMENTARY FILMS, conceived by Jane Nisselson of Virtual Beauty, which became critical to the project’s identity.

Results

Within the week of the event, HEADSPACE was covered in more than 25 leading blogs, websites and newspapers covering design, fragrance, lifestyle and BUSINESS INNOVATION. The symposium, which filled the 500 seats of the Tishman auditorium all-day, became a fully IMMERSIVE EXPERIENCE as various scents (the results of the accidental perfumer’s research) were diffused throughout the space. The engaging presentations covered scent and design as they relate to memory, new scientific findings, and time+space symbolism. For Marije Vogelzang’s project, the experience became about taste as she served her flavored yogurts (grass and cedarwood) in 500 individual dixie cups passed to the audience.

A private cocktail party followed the symposium for special guests, speakers, sponsors, and other VIPs. The reception was held at the high design Boffi/BY New York private showroom in SoHo and featured delicious flavored cotton candy devised by Marije Vogelzang.

Info

www.headspace2010.com
And to see the “behind the scene” documentary of the Headspace conference, edited by Simeon Poulin, click ">here

 


Noted* at Maison&Objet (2009-2010)

Client

Noted* is a Brooklyn- and London-based distributor and creator of quirky, educational toys and gadgets, with an emphasis placed on photographic equipments and artifacts.

Project

futureflair helped foster Noted*’s commercial relationship with SAFI, the Paris organization managing the reputed Maison & Objet trade fair. Over the past two years Noted* had not been represented in the appropriate section of the fair nor with the proper booth design. futureflair was also asked to art direct and devise two different design concepts, one based on a collection of Korean sustainable toys and another focused on a series of photography-related artifacts.

Results

Noted* obtained a premium booth in Hall 6 of Maison & Objet for September 2009, at the crossroads of the children’s accessories and educational gadgets sections, two of the main markets targeted by Noted*. In collaboration with Paris-based designer JC Tomas, high quality booth renderings were developed to convey two art direction options. The actual fabrication of the booth matched the original design concept and SAFI was pleased with their new client, inviting them to the following edition in January 2010 with a larger booth at a discount price.

Links

http://notedco.com


Parsons The New School for Design (2008-2010)

Client

Parsons The New School for Design is one of the most prestigious and comprehensive schools of art and design.

Project

Working as an embedded consultant within the Deans office at Parsons, Laetitia Wolff’s role was created to help define, refine and lead the COMMUNICATIONS STRATEGY and improve the overall CREATIVE DIRECTION of the school, in the context of Parsons’ colleges restructuring, and the growth of a new and more sophisticated graduate culture. Her portfolio at Parsons included strategic alliances, public programs, print and online promotion, marketing strategy, video production and the creation of internal communication manifestoes.

Results

Covering a wide spectrum of media, audiences and clients in order to serve the school’s leading vision and celebrate the highest level of desin+art education, Laetitia Wolff’s intervention exceeded expectations in an institution often trapped in bureaucratic malaise. Wolff’s communications strategy vision benefited three main areas of expertise: not only did the overall CREATIVE MANAGEMENT processes, protocols and practices improved; Laetitia brought a sustained and dedicated DESIGN LEADERSHIP to advise on all outwardly-oriented communications matter (including the newly launched website); but also delivered high quality projects, most notably the complete revamping of re:D alumni magazine; the shaping of a manifesto language applied to the 2010 Fashion Benefit; and the production of two major, high visibility exhibitions and public programs (see Into the Open and Headspace).

Info

newschool/parsons.edu


Into the Open: Venice Biennale in NYC (2009)

Client

PARSONS the New School for Design’s recent launch of a series of new graduate programs in Fall 2010 required more sophisticated public program strategies, directly relating to the university in-house gallery, the Sheila C. Johnson Design Center.

Project

Presenting high profile, annual exhibitions while engaging the Parsons community with custom-made, curricular-driven programming was one of the key challenges for the Sheila Johnson gallery. Laetitia Wolff brought Into the Open: Positioning Practice, the official U.S. pavilion at La Biennale di Venezia, the 11th International Architecture Exhibition, from March 4 through May 1, 2009. The exhibition focused on the increasing interest in civic engagement in American architectural practice. Acting as the project producer, working closely with curators William Menking and Aaron Levy, Laetitia’s objective was to increase the visibility of the school on the NYC map of design and architecture exhibit venues while at the same time ensure that curricular links would be developed with faculty and students alike, using the exhibition as a true platform for civic engagement.

Results

With the help of exhibit designer Ken Saylor and graphic designers Project Projects, the award-winning exhibition was completely redesigned and reinvented from its original Venice version and attracted a full-house for its opening night and the following months. Amongst the highlights of the show was the chalkboard walls inviting viewers to comment on the work on display; as well as a complete vegetable garden produced in collaboration with the Yale Sustainable Food Project.

Laetitia Wolff conceived a series of original and engaging workshops, charrettes, roundtables, all-day panels, mini-lecture, class crits’ with guests of honor such as John Thackara, and live drawing performances on the chalkboard gallery walls. She also conceived, produced and moderated a symposium on Friday April 4, which brought not only a selection of the leading architects included in the show, who had never met each other, including Teddy Cruz and Rick Lowe, but also featured Parsons’s top faculty in the fun role of agents provocateurs.

Links

http://intotheopen.org/; http://labiennale.us/

Installation photos by Matt Sussman and Whitney Cox

Workshop photos by Sarah Shatz

intotheopen_final